Kelly Glick

Justin Fults

Michael Mastalski

Robyn Miller

GROUNDSWELL:winning in a world transformed by technologies

Meet the Authors

Please watch this brief 7 minute video located on the Groundswell Facebook page to meet our authors, Charlene Li and Josh Bernoff(2011). Li and Bernoff explain why they wrote:

groundswell: winning in a world transformed by social technologies.

Please copy and paste the following link if your browser does not support hyperlinks.

https://www.facebook.com/video.php?v=511165897716&set=vb.12593376292&type=2&theater

Introduction to Groundswell

What is Groundswell?

• A social trend that uses technologies to self source from each other rather than traditional institutions (e.g., corporations, government, etc.).

• A way of thinking and mindset.

• A set of strategies to engage with customers through the vast array of available and growing social technologies.

• A way to leverage technology to your advantage.

Why Groundswell?

This unique way of engaging and/or relating to and/or with others is a collusion of 3 forces:

People who depend on each other, draw strength from each other, and in numbers (e.g., movements)

Technology’s revolutionary impact upon how people interact socially.

Economic impact, positive or negative

The Groundswell formula translates to:People + Internet Traffic = $$$

Why care?

No one is immune from the Groundswell.

Groundswell happens around you whether you want it to or not.

If you are not online, those around you will outpace and pass you.

Groundswell must be embraced and cultivated because it almost never just happens.

Customers, employees, and individuals band together, connect, collaborate, discuss, and plan.

People, especially customers , make, break, use, abandon, read, share, and start movement in the Groundswell.

“The Groundswell will eat up a profit margin, cut down market share, and marginalize your sources of strength” (p. 13)

Building Your Toolbox…

The Groundswell “takes knowledge, experience, and eventually, enlightenment to get there” (p. 17).

The online world has its own “forces.”

You need to have tools to engage with the “forces.”

The end goal is to make the “forces” work for you, not against you.

Be at one with the Groundswell

There are far too many technologies available to think about mastering ever one of them. Technology is not the point; the forces that drive technology are!

“Like a jujitsu master, you must understand how the bodies move, not just learn a single block or throw. You must develop a feel for the Groundswell” (p. 19).

The Technologies of the Groundswell

Blogs

Social Networks and Virtual Worlds

Wikis and Open Source Websites

Forums, Ratings, and Reviews

Tags

RSS (Really Simple Syndication) and Widgets

Groundswell Technology Test

It is imperative that any organization ask themselves the following four questions when using Groundswell technologies (or any technology for that matter).

1. Does it enable people to connect with each other in new ways?

2. Is it effortless to sign up for?

3. Does it shift power from institutions to people?

4. Does the community generate enough content to sustain itself?

5. Is it an open platform that invites partnerships?

Social Technographics Profile (STP)

Analyze the social profile of your customer base

Social: “The people-to-people activities in the groundswell” (p.41)

Technographics: “Forrester Research’s methodology for surveying consumers (demographics and psychographics but focuses on technology users” (p.41)

Profile: “The comparison of any two groups of people” (p. 41)

The STP is best displayed and demonstrated using the hierarchy of a ladder as depicted in the next slide

For additional information, visit the Forrester blog at the following link: http://empowered.forrester.com/tool_consumer.html

Global Power of the STP

The demographic variables or behaviors of the STP can be applied anywhere in the world where a STP survey has been conducted

• Asian countries can move faster in the Groundswell than anywhere else in the world

• South Korea: 68% are Creators, 84% Spectators, and only 7% Inactives

• Japan: 75% are Spectators and only 17% Inactives

• Hong Kong: 79% Spectators, 50% Joiners, and only 16% Inactives

STP for Business to Business Buyers by Country

Profiling Your “Customers”

If you are not sure what technologies your customers use, Forrester Research provides a free tool that you may access to begin understanding your customers at the below link:

Social Technographics Profile or paste the following link into your browser: http://empowered.forrester.com/tool_consumer.html

Why do people participate in the Groundswell?

Maintain friendships

Make new friends

Prurient (social gawking or stalking) impulse

Impulse to create (e.g., bloggers)

Pay it forward

Acts of altruism

Find others who share the same interests (affinity)

Seek reassurances from others (validation and affirmation)

Take a Moment to Gauge Your Understanding and Thoughts about

“the Groundswell?”

According to Li and Bernoff (2011):

“Many impulses drive people to participate [in the groundswell]. The key isn’t trying to psych out all those motivations but to find the levers that you can pull to get your customers and employees to participate with you. It’s one thing to understand the groundswell—it’s quite another to dive into it and turn those forces to your advantage. The biggest challenge in the groundswell isn’t whether you master the technology or whether you annoy or delight your customers. It’s whether you’re accomplishing a useful business goal and, on top of that, how you’ll measure that success and then prove that the groundswell effort was worth it.” (p. 62)

Please take a moment to reflect on the following questions:• Do you agree or disagree? Why? How does this apply to your field or

discipline?

Strategies for Tapping the Groundswell

Companies fear being left behind.

• Seek help because other companies are using “it” (Facebook or other social networking sites).

• Nervous about moving forward.

• Desire to engage customers.

• Need to determine the types of relationships they want with their customers.

“Groundswell Approach-Avoidance

Syndrome Symptoms”

Obsessive interest in blogs and online sites like Facebook and YouTube.

Checking sites multiple times per day to stay up on latest social media and tech developments.

Anxiety about answering questions regarding company’s on-line strategies.

Using teens to gain knowledge about technology use for the workplace.

Simultaneous anxiety about participating and being left out of social technology use.

The Cure

FIRST: Clarify your objectives

SECOND: Think about the consequences

THIRD: Decide which tools you need

Hey, check out this tool! He is using it, so how can we use it?

POST: The 4 step planning process

People: What are the customers ready for?

• Use Social Technographics Profile

Objectives: What are your goals? Is it marketing, generating sales, to help employees work together?

Strategy: How do you want the relationships with your customers to change?

Technology: What applications should you build?

• Pick the best technologies (blogs, wikis, social networks)

5 Reasons Companies use Groundswell

1. Listening: groundswell conducts research to understand the customer.

2. Talking: groundswell helps market the company by sharing information with customers.

3. Energizing: groundswell locates customers to boost sales.

4. Supporting: groundswell provides tools to help customers support each other.

5. Embracing: groundswell helps the company develop and integrates customers into the way the company works.

FACT

Businesses don’t blog…

Businesses don’t social network…

People Do!

Why Create a Social Strategy?

Like Goldilocks and the 3 bears.... Don’t sleep in a bed that is too big, or too small...find one that is just right!

Create a Social Strategy

Formulate a Plan

If the plan is too slow, the technology will be obsolete by the time you finish the plan. If it is too fast, you might jump from one technology to another without enough information or foresight. Create a plan by starting small, with room to grow, and revise every 6 months.

Consider the consequences of your strategy.

• How will the plan change the relationship with customers?

• How will the plan impact marketing, advertising, or PR?

• Are there consequences for the suppliers or distributors?

• Are there legal consequences?

“The Plan” Continued

Put a high level representative (CMO, CIO, high-level IT) in charge of the plan.

Tell the CEO how the plan is transforming the way the company does business with customers.

Use caution when selecting the technology and agency partners.

• Agency partners can build social applications

• Leverage Software; Avenue A/Razorfish

Choose carefully because... http://www.adweek.com/news/technology/avenue-arazorfish-drops-avenue-brand-97286

4 Ways for “The Plan” to Fail

1. Failure to correctly assess customer’s tendencies – the application isn’t reaching the attended audience.

2. Failure to develop strong objectives – the plan doesn’t fit the companies goals.

3. Failure to think through the strategy.

4. Failure to implement technology appropriately.

An Example of Failing

Wal-Mart used Facebook to reach their target audience (college students) to increase sales (dorm décor). Problem – Facebook isn’t regulated. Targeted clients (college students) used the site to post negative comments about the company.

Remember to measure success as you go and be flexible. Return to POST as needed.

Engage with the Groundswell

You may go too slow, or too fast...but you must move forward!

Ways to Listen

Listen to the groundswell. Listen to the customer to determine the company brand. Listening = Market Research.

Nielsen and IMS Health are examples of market research companies. • Which product sells in stores? What TV shows are people

watching? What websites are people consuming?

• $10,000 per survey; $100,000 for expert analysis; $7,000-15,000 for focus groups.

Blog search on Technorati or check out what people are saying who tagged the company or products on del.icio.us

• Since the publishing of groundswell, Technorati has moved in a different direction in light of Google’s dominance

Listen....

Set up a private community (Communispace, MetrixLab(formerly MarketTools), Networked Insights). Free community at ning.com.

Begin brand monitoring (Hire a company- Nielsen’s BuzzMetrics or Cymfony - to monitor internet blogs, discussion forums, YouTube, etc. and provide reports).

Develop action plans to implement summary report findings

• Communispace recruits 300-500 people in the organization’s target market to form an on-line community / social network, with discussion forums, on-line chats, uploaded photos. The goal is to generate insights. Inexpensive gifts are given to participants. Cost to company: $180,000 for 6 month trial; $20,000/month after that.

6 Reasons to Listen to the Groundswell

1. Determine what your brand stands for and what people are saying about it.

2. Listen for changes in what people are saying. Are they sharing problems?

3. To save research money. Once the private community is set up it is cheaper and faster than surveys.

4. Determine sources of influence in your market. What sites are they on?

5. Manage PR crises. Listen to identify negative press and respond quickly (negative YouTube videos).

6. Helps the organization generate new product and marketing ideas. What are the customers suggesting?

Listening Plan

Check the Social Technographics Profile (STP) of your company customers. If 15% or more of the customers are communicating in the Groundswell, then listen.

Start with a single brand to monitor. Don’t monitor everything the company produces in the market.

Choose a senior person to interpret the information, network with the listening vendor, and suggest new information to retrieve.

Measure and quantify complaints. Listen and get rid of “stupid” products or policies.

Massive amounts of information are available. You can no longer claim ignorance.

Conduct Market Research

Google your worksite using words like “sucks” or “other appropriate adjectives.”

Find blogs about your worksite.

• What did you learn from your customers?

Example of what can happen when a company knows their customers. Axe – How did the company get to know their market so well?

• Best Commercial Ever by Axe Deodorant.

• https://www.youtube.com/watch?v=-Ds_HXfc4VE

• Example: Alison Zelen at Unilever studies young guys in a private community to gain insights.

Talk to Your Customers

Go to the willitblend website. George Wright at Blendtec’sgenius idea to blend ordinary objects. Sales up 20%. Video cost $50 to create. Created a link on Digg.com after setting up the video on the company’s site. The first video received 6 million views in the first week.

• https://www.youtube.com/watch?v=lBUJcD6Ws6s

Talk.....don’t SHOUT

$400 billion spent on advertising worldwide in 2006

Talking Techniques

Post a viral video. Blendtech got viewers, and turned them into customers. Videos direct people to social network, blog, or the company’s website.

Engage in social networking and user-generated content sites.

Join the blogosphere. Encourage staff to write blogs.

Create a community: Proctor & Gamble’s the beinggirl website for adolescent girls is four times as effective as advertising, in 29 countries, and has over 2 million visitors a month worldwide.

Use the Social Technographics Profile to verify that your customers are in social networks. If half are “joiners” then marketing in social networks makes sense.

Learning to Blog

Listen, monitor other blogs or hire a service to analyze others (e.g., Nielson, Cymfony)

Determine the blog’s goal.

Estimate return on investment

Develop a plan.

Develop an editorial process.

Design the blog and its connection to your site.

Pilot the plan.

Develop a marketing plan so people can find your blog.

• Remember it is more than writing.• Vet the comments.• Delegate the tasks of monitoring .• Be honest.• Be real.

TIPS:

Energizing the Groundswell

What is Energizing?

Energizing the base by word of mouth is a powerful way to use groundswell for advertising.• It’s Believable: Testimonials from customers is more

believable and a better way to advertise.

• It’s Self-Reinforcing: If you hear something from several people you are more likely to believe it.

• It’s Self-Spreading: Once something begins to emerge, it will expand quickly.

The Value of an Energized Customer

What price or worth do you believe exists for the following statement?

• How likely is is that you would recommend [company name/product name] to a friend or colleague?

Use word of mouth (written online or spoken verbally) to increase your return on investment.

Twice as many contacts can double your return.

• According to Fred Reichheld, “Assuming you have energized customers, amping up the word of mouth is good business, with a value that increases for those with more business referrals and a higher average purchase for those referred customers. (p. 133)

Techniques for Energizing Enthusiasts

Tap into the customer’s enthusiasm with ratings and reviews.

Create a community to energize your customers.

Participate in and energize online communities of your brand enthusiasts.

Word of Mouth

Please click on Heather Locklear to view a short and lighthearted demonstration of Li and Bernoff’s(2011)concept of word of mouth.

• Heater Locklear, circa the 1980’s advertised a shampoo that employed an example of how word of mouth is operationalized.

Why Energize Enthusiasts?

Energizing is much more powerful than listening and/or talking.

• “…dealing directly with people who are going to talk about your brand. As much as companies say they’re in touch with their customers’ needs, dealing with actual customers creates challenges for which they’re often not ready.” (p. 148)

Prepare for a new way of thinking in five steps:

• Do you want to energize?

• Check your customer STP.

• What is the customer’s problem/issue?

• Pick a strategy that fits.

• Plan for the long term.

Techniques for Energizing Enthusiasts

Technique 1: Figure out if the Groundswell needs energized.

1. Is your organization ready to energize?

• It is difficult to energize, and may consume a lot of time and effort at the beginning.

2. Do you have the type of product that will successfully energize other’s?

• Example: Enbridge energized because they were environmentally friendly. This was a potential cause for customers to discuss their values and what was ultimately good for the country and the world.

Techniques for Energizing Enthusiasts

Technique 2: Check to see how tech savvy your customers are or are not.

• Determining how tech savvy and what type of virtual communities your customers participate in can help you gear your efforts of energizing in the right places.

Techniques for Energizing Enthusiasts

Technique 3: Find out your customer’s problem:

• You need to look at what is going on overall, the main issue.

• What will help the customer use your product most efficiently?

• Enbridge used the fact that customers may not care as much about what they did, but what was best economically.

Techniques for Energizing Enthusiasts

Technique 4: Find a strategy that is conducive to customer’s technology access and issues.

• Get involved in your customers’ established communities.

• Involvement will save time and money in energizing strategies.

• You can get involved in conversations and really interact with your customers.

• Blogs

• Online groups

• Forums

• Virtual communities

Techniques for Energizing Enthusiasts

Technique 5: Don’t begin unless you can see it through:

• “A community is like a marriage; it requires constant adjustment to grow and become rewarding.” (p. 149)

• Beginning a company or any major project takes time and money.

• It is a waist of time and money if you do not see the project through.

Helping the Groundswell Support Itself

According to Li and Bernoff (2011), developing Wikis can help a company grow.

Collaboration is a key to the success of Wikis and a company can monitor and maintain what information is exchanged within the Wikis.

This takes some effort and time on the part of the company but in the long run, it can be worth the effort.

In the field of education, Wikispaces hosts platforms for Wikispace Classrooms and Wikispace Campuses for K-12 and Higher Education.

Helping the Groundswell Support Itself

Using Wikis takes support and obtaining the right people.

The people will need to have a lot in common and be interested in contributing to the Wiki.

This could or could not be difficult to find, depending on the product and its marketability.

Wikis require more substance than a discussion forum.

The Wiki will have to be maintained and watched on a consistent basis to make sure the integrity of the company and its products are not compromised.

Risks & Advantages of Wikis and Discussion Forums

Risks:

There has to be planning when it comes to these forums and the people in charge of the planning have to be on board with the concept.

The forums require oversight on an ongoing basis.• Rapid responses are of

up most importance.

Advantages:

Long term client relationships can be developed if the forums are handled appropriately.

Potential to create loyalty.• If a company can get a

large group of people who are loyal to that particular brand; can be integral to long term economic health and stability.

Embracing the Groundswell

By embracing the groundswell, companies can move quicker and their products become successful sooner.

Customers are not shy and will tell you what their direct product desires. • Consumers are the ones using the products and they are the ones

directly interacting with your company. • Customers understand when there is a problem with your product

and have great ideas on about to fix issues (continuous improvement).

• They may even have ideas that employees have not even entertained.

Once your company starts receiving comments from customers, the company can process the feedback quickly and subsequently be open for more feedback.

Embracing the Groundswell

When the company is prepared, it can embrace the concept of innovation.

Li and Bernoff (2011) noted company employees who engage with customers generate ideas in a faster more efficient manner.

Important aspects:

• Post feedback online.

• Online posts portray your company as tech savvy.

• Consumers then see that you are “on top” of you game.

Practical Advice…

When starting a community:

• Start small but plan for a larger presence.

• Reach out to your most active customers.

• Plan to drive traffic to your community.

• Build in a reputation system.

• Let your customers lead you.

• “So take the plunge. Let your customers support each other. But you better be prepared for how this will change the way you do business.” (p.176)

• Are you prepared? Is your organization prepared? Thoughts or reflections?

Tapping the Groundswell(outside your organization)

With “Twitter”

#8 most visited website in the world, according to Global rankings.

What can be done with “Twitter”?

• 140 characters for anyone to pack as rich a message (or not) as possible.

• Its value to the masses…

• free and open, connects people, provides power, and its SO SIMPLE.

Tapping the Groundswell:(outside your organization)

What can be done with “Twitter” (continued)…

• A user can follow anyone or anything they want.

• All “Twitter” updates (a.k.a “tweets”) are public. #’s and searches allow for ease of finding updates specific to a topic, issue, or company.

• TRY IT: Check these out… #groundswell #BGSU

• “Tweets” can contain links to anything on the Internet (images, documents, websites, video, etc.).

• Users can create lists, “retweet”, or even use “Twitter” apps and tools for organizing mentions in “tweets” (Valuable for enterprise users.).

“Twitter”

Tapping the Groundswell:(outside your organization)

What sort of influence does “Twitter” evidence?

“Twitter”

“Twitter” Usage…Witness the Power, click here.

• 288 million monthly active users

• 500 million Tweets are sent per day

• 80% of Twitter active users are on mobile

• 77% of accounts are outside the U.S.

• Twitter supports 33 languages

Tapping the Groundswell:(outside your organization)

“Twitter” serves many objectives:

“Twitter”

…listening to “Twitter”

• Unless an organization listens to “Twitter”, then one stands to gain NOTHING.

• Someone should be looking at trends an identifying if anyone with influences in talking about the brand.

TRY ME:

Any “groundswell” on Twitter about BGSU’s EDLS Cohort 17?

Tapping the Groundswell:(outside your organization)

“Twitter” serves many objectives:

“Twitter”

…talking on “Twitter”

• Think about and determine what you can tweet about that might get viewed and retweeted by others! Product updates, company or industry news, etc.

• It’s possible to attain a following and build a successful strategy without responding to tweets, but it’s not likely to occur. Again, ask the question…What are people talking about? What is “trending”?

TRY ME:

On Twitter, identify what the top three “Chicago Trends” are right now?

Tapping the Groundswell:(outside your organization)

“Twitter” serves many objectives:

“Twitter”

…energizing on “Twitter”• By listening to the groundswell on “Twitter” and now talking, it’s

time to energize those with considerable praise and accolades for the organization.

• Respond to the individual’s with something they can “retweet”, but more importantly “retweet” the strong and positive messages with the rest of the organization’s following!

TRY ME:

On Twitter, throw a positive “tweet” out to a favorite company/product? What happened? Be sure to tag the “tweet” with @companyname or #companyname.

Tapping the Groundswell:(outside your organization)

“Twitter” serves many objectives:

“Twitter”

…supporting on “Twitter”

• If individuals engage an organization on “Twitter” a response is expected. Support the groundswell being responsive to the difficulties being verbalized by customers. Solve problems.

• Negative trends can emerge on “Twitter” as fast and as far and wide as positive ones. Hold the dialogue with customers who will “spread the good word”!

Tapping the Groundswell:(outside your organization)

“Twitter” serves many objectives:

“Twitter”

…embracing on “Twitter”• “Collaborating with your own customers on products or

marketing strategies is the most challenging of the groundswell objectives.” Let them drive what’s important.

• Trust in the insight provided via the groundswell. Engage and ask questions on “Twitter” and see what comes back. Utilize surveys, incentives and the like to stimulate discussion.

TRY ME:

On Twitter, identify what the groundswell is saying about your research topic?

Tapping the Groundswell(INSIDE your organization)

WHY? Day to day, employees may not feel committed to their organization’s goals. Or, even understand what they are.

“Blue Shirt Nation”

…embracing INTERNAL groundswell

• Utilizing internal groundswell applications can make employees feel “empowered, connected, and more committed on a day-to-day basis”.

• As organizations become larger it becomes much more difficult for creative ideas and insights to travel “uphill” to management and encourage collaboration throughout is a challenge.

Tapping the Groundswell(INSIDE your organization)

“Blue Shirt Nation”

• 24,000 of Best Buy’s 160,000 employees interact with the “Blue Shirt Nation” social media platform on a monthly basis.

• Originated from an idea of two corporate marketing guys that wanted to gain customer insight for enhancing advertising strategies.

• After powering on in August of 2006 it took 14 months to reach 10% of Best Buy’s employees. 85% of users were “Sales Associates”.

• Experiences, feedback, and whatever else the “Blue Shirts” wanted to discuss was talked about. It became a social media destination for these individuals, giving rise to the internal groundswell.

Case Study: Best Buy’s “Blue Shirt Nation”

Tapping the Groundswell(INSIDE your organization)

“Blue Shirt Nation”

• It has enabled employees to educate management.

• Provided employees opportunities to help and support each other.

• Has provided employees with a voice in corporate management as new policies are proposed. Employees make clear what creates and/or has value.

The Impact of “Blue Shirt Nation”

Tapping the Groundswell(INSIDE your organization)

“Blue Shirt Nation”

• …listening• It was setup to listen, but its usefulness went beyond

merchandising and into employee problem solving through engagement.

• …talking• Corporate can post ideas and policy changes and receive

immediate feedback.

• …energizing• Individuals know that their voices can be heard with the

insight provided on “Blue Shirt Nation” and be rewarded for it.

Objectives for the Groundswell…

Tapping the Groundswell(INSIDE your organization)

“Blue Shirt Nation”

…supporting “Blue Shirt Nation” has become an extension to the mentoring culture as

employees look to support one another around the company. Not just in their isolated stores in cities across the country.

…embracing Corporate decision makers embraced the platform not only as a source for good

ideas but also talent from within their organization.

THE COMPANY NURTURED THE PLATFORM INTO A USEFUL BUSINESS TOOL.

Objectives for the Groundswell…

TRY ME:

Meet Steve Bendt and Gary Koelling; they “invented” Blue Shirt Nation: Start Now!

Nurturing the Internal Groundswell

Promote a listening culture from the top down.

Ease and Encourage participation with incentives.

Find and empower the rebels in the organization.

CULTURE & RELATIONSHIPS > TECHNOLOGY

• The tool does not matter if the appropriate

environmental factors are not present.

Attaining “Social Maturity”

Organizations cannot move directly from “thinking about social media to embracing it”.

A socially mature “empowered organization” has been defined as:

A business that leverages social technologies to enable better connections and relationships between empowered customers and employees—ultimately leading to better products, more efficient

workflow, more loyal customers, lower costs, and greater revenue.

The “Maturation” Process

Stage I: The Dormant Stage

• Simple…The organization is not piloting any social technologies.

Stage II: The Testing Stage

• Testing in isolated areas of the organization on the individual or departmental level.

• Typically customer applications and employee applications limited to collaborative purposes.

The “Maturation” Process

Stage III: The Coordinating Stage

• Management coordinates use across teams and functional areas.

• Use of customer applications expands. Employees still mostly utilizing collaborative technologies.

Stage IV: The Scaling & Optimizing Stage

• Focus on growth and improvement of social applications.

• Customer and employee applications are in place and continuously tested and modified for improvements.

• Social activity becomes more commonplace in everyday work processes.

The “Maturation” Process

Stage V: The Empowering Stage

• Customers and employees are empowered and rewarded for using social technologies. Line becomes blurred between customer and employee applications.

• Social plays a key role in the day-to-day lives of customers and jobs of all relevant employees.

How will the groundswell

shape the future?

The “Ubiquitous” Groundswell

The “Future”, which is Now. It’s Everywhere.

• Organizations need that connection to the groundswell.

• Connections to markets are necessary to create loyalty.

• Intelligence from customers necessary for planning and determining next steps and new offerings.

• Experience with the groundswell will allow for determining trends vs. fads. No experience will facilitate misguided decisions and a slow realization that this connection should have been constructed years ago.

Advice in pursuing this effort:

• It’s about person-to-person activity. Be a good listener. Be patient. Be opportunistic. Be flexible. Be collaborative. Be humble.

The Evolution of the Groundswell

Understanding the fundamentals of the groundswell, now view this TED Talk by Zeynep Tufekci. Social technologies have created a groundswell that is fundamentally changing politics globally. However, some questions are raised about the groundswell’s effectiveness.

As digital technologies make things easier for political movements, why haven’t successful outcomes become more likely as well?

Click to view Zeynep Tufekci's TED Talk: Online socail change: easy to organize, hard to win

Additional Groundswell Resources

Click on the link below to learn more about the authors of groundswell and other books based on Forrester Research. There are also links to a blog, to subscribe via e-mail or in a reader, as well as a link to follow Josh Bernoff on twitter.

http://forrester.typepad.com/groundswell/